The Big South Conference introduced its new brand identity Saturday, highlighting the league’s strong commitment to its student-athletes and re-establishing the conference’s vitality, personality and longstanding success in NCAA Division I collegiate athletics under a new mantra: “Where Winners Are Made.”

The unveiling of the conference’s campaign featured a leaguewide effort that showcased Big South student-athletes from all 10 member institutions. Representing Longwood University were men’s basketball senior Darrion Allen, men’s tennis senior Rosen Ilchev and softball senior Elizabeth McCarthy.

New York-based SME, an award-winning national branding agency, spearheaded the complete overhaul and most comprehensive rebrand in the conference’s 33-year history. The rebrand includes an adjusted color scheme, the introduction of a secondary logo and an extensive advertising campaign.